Are you hunting antelope or mice?

In the wild, a lion can capture, kill, and eat a field mouse with ease. However, the energy expended to catch the mouse outweighs the caloric value it provides. If a lion relied solely on field mice for sustenance, it would eventually starve. A lion thrives by hunting antelope instead—larger prey that demands speed and strength to capture but ultimately provides a feast for the lion and its pride.

In the wild orthopedics market, this story provides a critical lesson on how to target customers effectively.

Not all customers are created equal, and it’s essential to differentiate between “field mice” (smaller customers) and “antelope” (larger customers), as well as between “high-energy” and “low-energy” customers.

Where do you want to play on this chart?

Balancing the Mix

In the orthopedics market, the key is finding the right balance. While hunting big customers and high-energy customers can yield significant rewards, you need to consider the investment required. On the other hand, targeting small and low-energy customers provides stability but may not sustain your growth ambitions.

Ask yourself at the end of the day, “Did I spend today chasing mice or hunting antelope?” By aligning your efforts with the right mix of customers, you can ensure long-term success in this competitive market.

Keep hunting. Keep selling.

Keep hunting. Keep growing.